The Good Roll +23% growth in sales

The Good Roll, a mission-driven organisation with colourful, sustainable toilet paper, engaged DGTLbase to boost their online visibility and increase conversions. An integrated SEO and SEA approach laid a solid foundation for sustainable growth in multiple markets.

Growth in turnover

+ 0 %

Commercial keywords

+ 0 %

Groei in de ROAS

+ 0 %

About The Good Roll

The Good Roll is a mission-driven company that produces 100% recycled toilet paper and contributes to sanitation in developing countries. Their unique proposition combines sustainability, design and impact, but bringing their story to a wider audience effectively required a targeted digital strategy.

The issue

Despite The Good Roll’s strong mission and distinctive product, there were challenges on the digital front:
Increasing organic visibility: The focus was on both branded keywords (such as ‘The Good Roll toilet paper’) and non-branded keywords (such as ‘sustainable toilet paper’) in multiple languages and markets.

Optimising technical performance: There were issues such as duplicate content, where multiple pages had the same content, causing confusion for search engines and negatively affecting Findability. In addition, there were pages with incorrect references, such as redirects that did not lead to the correct destination or links that referred to a page that no longer existed. Also, hreflang tags were not set properly, making it less clear to search engines which page was targeting which country.
Increasing conversions: both through SEA campaigns and improvements in the user experience on the website.

Research, potential and goals

DGTLbase conducted a comprehensive analysis to identify opportunities and bottlenecks. Key objectives were:

SEO optimisations to increase visibility and traffic, with a focus on international markets.
A SEA strategy aimed at improving the current conversion rate through optimised Google Ads and Google Shopping campaigns.

Technical improvements to optimise the website and lay a strong foundation for future growth.

The combination of technical and content optimisations led to increased traffic and strong growth in conversions

The solution & implementation

SEO approach:

Content optimisation: Over 1,000 commercial keywords identified in five countries. Rewrote 400 titles and meta descriptions in eight languages and delivered content for local markets.
Technical: Fixed problems with canonicals, hreflang tags, and duplicate content. Developed new category pages for international markets.
Linkbuilding: Authority built through strategic link building campaigns.

SEA approach:

Campaign strategy: New Google Ads campaigns set up and optimised for the Dutch and Belgian markets.
Google Shopping: Fully set up and optimised to achieve higher conversion rates.
DSA campaigns: Launched to generate additional traffic and maximise ROI.

The results

Our efforts led to impressive results within a short time:

Ranking keywords: +612% growth (from 160 to 1,139 keywords)
Search results on commercial keywords: +404%, with a 300% increase in daily traffic
Visitors from search engines: +21%
Turnover: +23%
ROAS: 1.640%, thanks in part to effective campaigns